According to Walden University statistics, Black and Hispanic patients report higher rates of negative healthcare experiences and disparities. This information is only a small part of the bigger picture of non-inclusivity and a lack of diversity in many healthcare organizations. Inclusivity starts with organizations learning and implementing methods of understanding patients in all areas, including communication.
Inclusivity is not an option but a necessity in healthcare as echoed by the 2023 International Journal of Enviromental Reaserach and Public Health article: “...marginalized groups experience poorer mental and physical health outcomes than the general population due to health inequities [2,3,4] largely driven by social determinants of health—the conditions in which people live throughout their lifespan [5]. There is a causal, vicious cycle between disadvantages due to social determinants of health and the poor health outcomes. Poor health status subjects people to additional disadvantages, for example, by limiting their ability to obtain education or engage in work. In turn, those who are disadvantaged often have limited access to healthcare services.”
When healthcare environments embrace diversity and make sure that all patients, regardless of their background, beliefs, or identity, feel welcomed and understood. This is a practice in cultivating a therapeutic relationship built on trust and empathy. This inclusivity is vital for accurate diagnosis and effective treatment because it encourages open communication
Patients can share information about their health without fear of judgment or discrimination. Inclusive healthcare settings can address and mitigate health disparities by recognizing and adapting to the unique needs of underrepresented or marginalized groups.
According to the American Marketing Association, the ethical values for marketing include: “Values represent the collective understanding of what the community finds appropriate, desirable, and morally acceptable. Values also serve as the criteria for evaluating our own personal actions and the actions of others.”
All communications must be accessible and relevant to a diverse patient population. By embedding inclusivity into the organizations protocols and practices, healthcare organizations can create the most effective email content. Content that inherently respects and acknowledges their recipients' unique backgrounds, languages, and health literacy levels.
This ensures that all patients, regardless of ethnicity, age, sexual orientation, or any other characteristic, receive information that is both understandable and meaningful to them. Inclusive email marketing allows customizing messages to cater to different patient groups' specific needs and preferences. It also helps build trust between patients and healthcare providers by demonstrating a commitment to understanding and respecting each patient's individuality.
Understand your audience
Provide language and content accessibility
Respect cultural differences
Secure consent ethically
Choose the right tools
See also: Top 12 HIPAA compliant email services
Conduct training sessions at least annually or when significant changes to HIPAA regulations or your patient demographic makeup exist. Regular refreshers can also help maintain awareness and compliance.
Patient testimonials can be used but require explicit, written consent from the patients involved, especially if any PHI is to be disclosed.
Choose images and media that reflect a variety of races, ethnicities, ages, abilities, and other characteristics. Consider using stock photo services specializing in diverse and inclusive imagery or creating custom graphics that accurately represent your patient population.